Report from Claritas, PRX and Market Enginuity Provides New Insight into the Podcast Listener

Oct 22, 2019

What differentiation exists among the podcast listenership in 2019? That’s the question that Claritas, PRX, and Market Enginuity have joined forces to answer in a new whitepaper called “The Podcast Listener,” which is centered around understanding the podcasting audience and helping marketers better target their desired consumer.

Podcasting is tipping into the mainstream. Edison Research estimates that 22% of Americans (62 million U.S. people 12+) listen to podcasts weekly and 32% of Americans (90 million U.S. people 12+) listen monthly. When plotted on Rogers’ Diffusion of Innovation graph, podcasting trends towards the mainstream.

As a result, marketers are starting to make podcasting audiences a bigger part of their media spend. According to the Interactive Advertising Bureau (IAB), podcasting advertising revenue will surpass $1 billion by 2021, up from $479 million in 2018. While growth continues to happen at a rapid pace, many marketers still struggle with how and where to integrate this channel into their marketing mix.

As podcasting becomes more popular, it’s critical that marketers gain a better understanding of the listener makeup to determine if integration into their media mix is right for their brands 

To help marketers better understand the podcast audience, podcast leader PRX teamed with Market Enginuity, which manages sponsorship revenue for PRX, and with Claritas, a leader in podcast measurement that helps marketers gain more insight into a specific podcasting audience. Together, the three companies created a report designed to provide unprecedented insight into who exactly is listening to PRX’s podcasts.

In the new report, Claritas, Market Enginuity and PRX provide insight into the PRX podcast listening audience, which represents what one might call “podcast enthusiasts.” With 10.7 million unique weekly U.S. listeners, PRX audiences are listeners who consistently tune in and listen to entire podcasts at a single event.  

Some of the insights include: 

  • PRX listeners have a higher income; have higher income-producing assets like stocks, bonds, and real estate; and spend 10% more on average on their credit cards than the average consumer.
  • They are difficult to reach in a traditional media mix because PRX listeners are not consistently engaging across a single channel (TV, Radio, Print, Magazine).
  • They also have a psychographic preference for information, peer review and recommendation over being sold products and services.

Claritas was able to create this in-depth profile of a PRX listener by working with PRX across 10 major shows and mapping that data to the Claritas Identity Graph. This allowed Claritas to gain much more detailed insight into listeners than previously available – using an overlay of consumer demographic, psychographic, and shopping preference data across a wide range of industry-specific metrics from auto preferences to voting behaviors. Claritas provides insight into how a “podcast enthusiast” such as the PRX listening audience might differ from that of commercial radio network podcasts, which tend to interact with more media channels and listens to podcasts less frequently.

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